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How High Will Twitter Soar?

Written by: Andrea Tse11/04/13 - 7:30 AM EST

Tickers in this article:
CMCSA FB

NEW YORK ( TheStreet) -- Twitter's initial public offering could wind up going down as the "anti- Facebook" debut, as the company is proving more than capable of blasting the skeptics of its long-term revenue growth potential. Twitter's accelerated buildup of media partnerships prior to its pending IPO on the New York Stock Exchange is significantly bolstering the potential for an ad dollar multiplier effect that could generate enough investor excitement to keep shares sharply higher post-IPO.

Since September, the micro-blogging site has signed media relationships with a prominent array of names including the National Football League , CBS, BBC Global News , Comcast, and Comcast unit NBCUniversal. Each group has partnered with Twitter through its Amplify promotional program tying together social TV conversations and embedded video clips from TV broadcasters. Comcast has gone even further than the others by developing a "See It" feature with Twitter, from which it is poised to connect millions of Twitter users to its live TV programming.

"Any media outlet that does business has got to have an agreement with Twitter," says Jeff Sica, a consultant to the entertainment industry and the chief investment officer of Sica Wealth Management , which oversees more than $1 billion in assets. The media partnerships should be a big boost to all parties involved because all that content generated from the partnerships could drive an increase in engagement for Twitter and heighten viewership for the broadcasters from mobile devices, the hottest market right now for advertisers. Advertisers would see the benefit of strengthening their agreements with both sides of the partnership.

Of all the media deals inked by Twitter recently, the most impressive has been the one with Comcast and NBCUniversal because they went the extra mile to expand their presence on Twitter. With people likely to spend more time on their mobile devices tuning into Comcast and NBCUniversal's live programming via Twitter and with a boon to all the brands involved, there will be a tremendous incentive for more mobile advertising dollars to come rolling in.

Three or four more of such types of deeply integrated media relationships would trigger an exponential growth in annual mobile ad revenues off of the initial media-partnership driven base of hundreds of millions of potential dollars. Twitter's redefining how people watch TV," said Sica. "I think it's a brilliant partnership."

In addition to following a strong, viable action plan for revenue growth, Twitter, unlike Facebook during its IPO process, has also shrewdly avoided the possibility of overestimating demand. According to its latest S-1 securities update, Twitter intends to sell 70 million shares at $17 to $20 each, though pricing and the size of the offering are subject to change. The combination of strong growth potential, a conservative offering and buying momentum could fuel a doubling in Twitter share prices.